How AEW's Biggest Strength Is Also Its Biggest Weakness

by Michael Sidgwick
FTR Young Bucks
AEW

AEW's calling card is its intelligent booking. The intricate web of Four Horsemen teases, the silk of which entangles players from Cody to Hangman Page to FTR to MJF, is another very intriguing plot with no predictable outcome - but a host of logical ones. A very attentive level of craft goes into AEW's storytelling. So why is viewership gradually receding?

Historically, good guy versus bad guy in singles match is pro wrestling's biggest draw. Matches and tropes beloved of hardcore fans don't necessarily drive huge numbers on pay-per-view. Tournaments don't draw in the U.S. WrestleMania VI's babyface versus babyface Ultimate Challenge drew a staggering 207,000 buys fewer than the heated hostilities of WrestleMania V's traditional, perfected dynamic. Bret Hart didn't draw, goddamn it. People are dumb.

Perhaps AEW has perfected the wrong medium and mode - an artistic triumph, but a strategic misfire - but we have asked a company to do precisely that for decades now.

AEW is on a slower path to change than one would like, or this is the most noble of failures - but you can't change by fitting in.

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Contributor
Contributor

Michael Sidgwick is an editor, writer and podcaster for WhatCulture Wrestling. With over seven years of experience in wrestling analysis, Michael was published in the influential institution that was Power Slam magazine, and specialises in providing insights into All Elite Wrestling - so much so that he wrote a book about the subject. You can order Becoming All Elite: The Rise Of AEW on Amazon. Possessing a deep knowledge also of WWE, WCW, ECW and New Japan Pro Wrestling, Michael’s work has been publicly praised by former AEW World Champions Kenny Omega and MJF, and surefire Undisputed WWE Universal Champion Cody Rhodes. When he isn’t putting your finger on why things are the way they are in the endlessly fascinating world of professional wrestling, Michael wraps his own around a hand grinder to explore the world of specialty coffee. Follow Michael on X (formerly known as Twitter) @MSidgwick for more!